When a

mobile Mobile may refer to: Places * Mobile, Alabama, a U.S. port city * Mobile County, Alabama * Mobile, Arizona, a small town near Phoenix, U.S. * Mobile, Newfoundland and Labrador Arts, entertainment, and media Music Groups and labels * Mobile ...

consumer requests content in the form of, for example, e-vouchers,

audio files An audio file format is a file format for storing digital audio data on a computer system. The bit layout of the audio data (excluding metadata) is called the audio coding format and can be uncompressed, or compressed to reduce the file size, of ...

video clips Video clips refer to mostly short videos, most of the time called Internet meme, memes, which are short videos of silly jokes and funny clips, most of the time coming from movies or any entertainment videos such as YouTube. The term is also used ...

, the advertiser is charged a nominal sum by the platform that supports the marketing campaign. Each request is defined as an "activity". The platform's pricing charges a cost-per-activity. The amount payable by the advertiser is a function of the number of requests for content from the consumer, multiplied by the agreed cost/activity. This pricing model was created by Mobilitrix, a mobile solutions{{solution-inline, date=August 2019 company based in

Cape Town Cape Town ( af, Kaapstad; , xh, iKapa) is one of South Africa's three capital cities, serving as the seat of the Parliament of South Africa. It is the legislative capital of the country, the oldest city in the country, and the second larges ...

South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring count ...

. The advertiser only pays when a potential consumer accesses information or content as prompted by static media (POS poster, billboard, TV, radio or print advertisement). Alternatives include the

pay per click Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Pay-per-click is usually ...

, also known as the cost per click model.

History

In February 2008, after three years of research and development, Mobilitrix launched its offering of suite of interactive

mobile marketing tools Mobile may refer to: Places * Mobile, Alabama, a U.S. port city * Mobile County, Alabama * Mobile, Arizona, a small town near Phoenix, U.S. * Mobile, Newfoundland and Labrador Arts, entertainment, and media Music Groups and labels * Mobile ...

. Mobilitrix Founder and CIO,

Andrew Cardoza Andrew is the English form of a given name common in many countries. In the 1990s, it was among the top ten most popular names given to boys in English-speaking countries. "Andrew" is frequently shortened to "Andy" or "Drew". The word is derive ...

, an expert in

satellite A satellite or artificial satellite is an object intentionally placed into orbit in outer space. Except for passive satellites, most satellites have an electricity generation system for equipment on board, such as solar panels or radioiso ...

and

cellular communication technology Cellular may refer to: * Cellular automaton, a model in discrete mathematics *Cell biology, the evaluation of cells work and more * ''Cellular'' (film), a 2004 movie * Cellular frequencies, assigned to networks operating in cellular RF bands * Ce ...

, with a

NASA The National Aeronautics and Space Administration (NASA ) is an independent agency of the US federal government responsible for the civil space program, aeronautics research, and space research. NASA was established in 1958, succeedi ...

background, coined the term CPA during the run-up to the launch. The Mobilitrix site empowers marketers (from small to large firms) by giving them tools to cheaply create advertising and consumer interaction by providing downloadable content via SMS request, thereby extending the reach of traditional print and above-the-line media ad-spend. Where classic print media revenue traditionally gets sold by size and the number of issues sold, Mobilitrix creates new revenue flows. E.g., a potential property buyer desiring further information on a house advertised in newsprint can request information by sending a keyword from a mobilitag icon on the featured ad via

SMS Short Message/Messaging Service, commonly abbreviated as SMS, is a text messaging service component of most telephone, Internet and mobile device systems. It uses standardized communication protocols that let mobile devices exchange short text ...

, the individual receives additional information and images back their mobile phone. Online advertising